Module title: Consumer Behaviour

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11102
Module leader: Paul Naughton
School The Business School
Subject area group: Marketing Sales and Entrepreneurship


2020/1, Trimester 1, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Paul Naughton
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
The learning outcomes are demonstrated through an individual essay and a case study carried out by two students.
First Assessment: Individual essay
The writing will be required to be analytical, critical and reflective. Various arguments need to be explored and evidence produced from secondary research. All sources are required to be cited in the body of the essay and a full bibliography displayed at the end of the work. An essay title will be provided from a broad range of material taught on the course. The students will be expected to provide insight into the chosen topic using current debates and to produce an innovative contribution to the body of knowledge.
The second assessment: Debate.
This assessment will develop a range of aspects from the course such as the consumer behaviour environment, the psychology of consumer behaviour, anthropological and sociological approaches to consumer behaviour, social marketing, self-identity and researching the consumer. This assessment will also reflect the learning in terms of the skills in discussion and debate within the learning outcomes. The argument (for or against the motion) will be written and presented by pairs of students, who will prepare written debating notes and provide a reference list of their research for the topic. The topics for debate are based firstly on literature and examples taught on the course however at Masters level students will be expected to produce original ideas and contributions to knowledge within the debate.
Researching and deciding on the joint topic, carrying out literature/media research leading to a valid argument and conclusions. Being able to work effectively as a team member and preparing valid and substantive arguments will prepare the student for the workplace. The skills of writing essays, carrying out research, working within a team will develop assertiveness and self-confidence for the workplace (PDP). The course is based on the scholarly activity of the lecturers.

Formative Assessment:

Summative Assessment:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Lecture 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 60 1-5 7 HOURS= 0, WORDS= 2500
Practical Skills Assessment 40 1-5 12 HOURS= 0, WORDS= 0
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Description of module content:

Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change.

- An overview of the consumer setting; consumer culture and the present anthropological and sociological marketing environments.
- An examination of the consumer decision making process and different mental processes consumers’ employ
- A critical examination of key psychological and sociological factors that influence the consumer decision making process. For example, social class, geo-demographics, values, attitudes, and lifestyles.
- The self; stereotypes, objectified brands, brand identity and value and subsequent consumer behaviour, social media and technology
- Social Marketing: Topical issues and consumer behaviour change
- A review of the different methods used for researching consumers including questionnaires, focus groups, experiments, ethnographic and netnographic qualitative techniques.
- Debate; outline of motions set and literature search requirements

Learning Outcomes for module:

LO1: to understand the demographic, psychographic, socio- cultural and economic factors influencing customer dynamics within particular consumer behaviour scenarios.
LO2: to evaluate the psychological, social, cultural and technological factors that can have an effect on the existing and developing marketing paradigms
LO3: to analyse contemporary issues in customer dynamics through various mediums of communication and relevant media and from the analysis critically discuss and debate the centrality of the consumer within the present day environment
LO4: to demonstrate a comprehensive understanding of literature and scholarship writing in consumer behaviour and from this knowledge cultivate and enhance discussion and debate on relevant issues affecting the consumer
LO5: to investigate and analyse key social, psychological and sustainability issues within consumer behaviour and their effects on customer purchasing behaviour

Indicative References and Reading List - URL:
MKT11102 Consumer Behaviour